Time To Rethink Your Advertising Budget?

In the Summer 2008 issue of our newsletter, Let’s Grow, I argued that traditional catalogers better start embracing some new strategies if they expect to stay in business. Postage, paper and fuel costs coupled with the real possibility of “do not mail” legislation are stacking the decks against business-as-usual marketing.

A recent report by Forrester Research points to the media that online marketers are finding most effective. Despite the recession, nearly 40% to 50% of online marketers are increasing their spending in four key areas:online search, email marketing, user-generated content and social networking.

I’m not suggesting that traditional catalogers should completely change their business model overnight. But think about taking 10% of your budget and expanding your marketing mix into some of these areas. You may find it to be the most profitable part of your business.

See You At The MGA Conference?

The summer conference of the Mailorder Gardening Association is just around the corner (July 15-18 in Colorado Springs), and I’m especially excited about the program.

For starters, we’ll enjoy a return visit by Kip Creel of Standpoint Marketing Research. At the January conference, Kip dazzled us with an amazingly insightful presentation on marketing gardening products to younger buyers. For a synopsis, see Is Gardening a Dirty Word?

This time, Kip will lead two sessions. In the first, he’ll use current research to identify facts that directly impact mail order companies and assist us in understanding the “changing consumer.” Immediately following, Kip will moderate a customer panel to help us understand what today’s customer is thinking, doing and buying.

In addition, we’ll hear Amy Africa of Eight by Eight discuss “38 Proven Tips and Techniques for Increasing Your Website Conversion Today…Without Breaking the Bank.” If you’ve never heard Amy, you’re in for a real treat! Not only is she a dynamic and entertaining speaker, but she delivers one specific, actionable tip after another, all gleaned from her intensive field testing.

Last but hopefully not least, yours truly will be moderating a round table on “Effective Online Marketing.” (How’s that for an ambitious topic to cover in 50 minutes!?) We’ll discuss the basics of some of the newer online options that many marketers are considering, like blogs, podcasts, video, customers reviews, and the like.

Please let me know if you’re going to be there. I’d love to meet!

Here’s Help for the Technophobe

If you’re befuddled by terms like RSS feeds, podcasts, Twitter and wikis, do I have a resource for you! For ultra-simple, ultra-low tech, fun (yes, fun!) explanations, take a look at Common Craft (www.commoncraft.com). Each term is described in a 3– or 4-minute video using what the creators call “paperworks” (think paper dolls) so simple that a 5-year-old could follow them.

Don’t let the simplicity of the explanations fool you. Making complex ideas easy to understand quickly is no easy task, and Common Craft’s client list – ranging from the March of Dimes to Google – is a testament to their abilities.

Have a look. Not only will you learn something about “social media” jargon, but you may also sharpen your own explanation skills…and have a chuckle while you’re at it.

Welcome to the Let’s Grow Blog

It’s time to take the plunge. We’ve been doing blogs for some clients, and telling many of the rest they should be blogging. It’s about time we started practicing what we preach.

Let’s Grow, our newsletter of marketing tips for the gardening industry, remains one of the most effective things we’ve ever done to promote our company, Evergreen Marketing. The Let’s Grow Blog will regularly bring you more of the same: marketing tips for the gardening industry in quick-reading bite-size chunks.

In addition to reading the Let’s Grow Blog on our site, you can also subscribe to receive it by email or RSS Feed (if “RSS feed” is jibberish to you, the next post may be helpful).

We invite you to post comments, ask questions, suggest topics and come back often. We’re looking forward to hearing from you!